search query: @author Wattanasuwan, K. / total: 1
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| Author: | Elliott, R. Wattanasuwan, K. |
| Title: | Brands as symbolic resources for the construction of identity |
| Journal: | International Journal of Advertising
1998 : VOL. 17:2, p. 131-144 |
| Index terms: | BRANDS CONSUMER BEHAVIOUR SELF-DEVELOPMENT PSYCHOLOGY |
| Freeterms: | SYMBOLIC RESOURCES IDENTITY |
| Language: | eng |
| Abstract: | Individuals in postmodern consumer culture are engaged in a constant task of negotiating meanings from lived and mediated experience as they endeavour to construct and maintain their identity. As part of the resources for this task they utilise the symbolic meanings of consumer goods and through an understanding of the dynamics of the process of identity construction, opportunities can be identified for brands to play an important role in the symbolic project of the self. |
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